Field Visual Merchandising Strategy :Developing a National In-store Strategy Using a Merchandising Service Organization

Publication subTitle :Developing a National In-store Strategy Using a Merchandising Service Organization

Author: Russell Paul J.  

Publisher: Kogan Page Ltd‎

Publication year: 2015

E-ISBN: 9780749472658

P-ISBN(Paperback): 9780749472641

Subject: F713.83 fairgrounds

Keyword: 零售贸易,零售贸易,商品销售,贸易经济

Language: ENG

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Description

Maintain a strong product presentation which sets itself apart from the competition to win the retail war.

Chapter

Introduction

Part One Fighting the war at retail

01 Getting ready for battle

Visual merchandisers vs field visual merchandisers

The role of merchandising service organizations (MSOs)

The leader

Defining a field visual merchandising strategy

Thinking strategically

Strategy vs tactics

Chapter 1 checklist

02 Skill set of your management team

Communicating in the field

Project management

Visual merchandising directives

Planograms

Visual retailing software

Look books

Problem-solving skills

Brainstorming and mind-mapping techniques

Real-world situation No 1

Chapter 2 checklist

Tricks of the trade: ‘Keeping a bag of tricks’

03 Mastering the fundamentals of warfare

Merchandise presentations and visual merchandising skills

Fixtures and capacity

Developing a high taste level

Mannequin styling and clothing coordination

Mixing patterns in clothing coordination

Effects of colour in visual merchandising

Design concepts

Chapter 3 checklist

Tricks of the trade: ‘From concept to installation’

Part Two Planning and initiating your battle strategy

04 Components of your strategy

Armies for hire

The World Alliance for Retail Excellence and Standards (www.worldalliance-retail.org)

Structure of a merchandising service organization

Defining objectives and standards

Analysing the battlefield

Defining store visit requirements

Chapter 4 checklist

Tricks of the trade: ‘How long will it take?’

05 Preparing for combat

Developing your strategy proposal

Selecting the right MSO

Request for proposal (RFP)

Budgets and contracts

Chapter 5 checklist

Tricks of the trade: ‘You gotta have options’

06 Training your troops

Setting expectations

Training in the field merchandising environment

Needs assessment

Training materials

Training documents

Product features and benefits

Merchandising standards manual

Certification test

Understanding store visit guidelines

Understanding and using the task duration estimate

Understanding merchandising directives and planograms

Implementing and evaluating the training plan

Chapter 6 checklist

Tricks of the trade: ‘The game of mix and match’

07 Planning your combat strategy

Defining retailer requirements

Developing the strategic plan

Real-world situation No 2

Chapter 7 checklist

Tricks of the trade: ‘What’s your standard?’

Part Three Executing the strategy

08 Communicating and monitoring the strategic plan

Distribution of the strategic plan timeline

Monitoring the execution

Communication with sponsors

Communicating with your MSO

Merchandising service reports

Monitoring field visual merchandisers’ performance

Real-world situation No 3

Chapter 8 checklist

Tricks of the trade: Where’s Waldo?

09 Planning and executing tactics and special projects

Field visual merchandising tactics

In-store tactics

Special projects

Chapter 9 checklist

Tricks of the trade: ‘The flawless floor set’

References and further reading

Index

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